PREDICTORS AND OUTCOME OF ATTITUDES TOWARDS ADVERTISING: DEMOGRAPHICS, PERSONAL FACTORS AND WOM

Attitudes towards advertising represent an important research concept of consumer behaviour and marketing communication. The main purpose of this research is to explore the importance of demographics (age, gender, education) and personal factors (shopping enjoyment, price sensitivity, intellect) for...

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Veröffentlicht in:	Ekonomska misao i praksa 2015-12, Vol.24 (2), p.409
Hauptverfasser:	Milakovic, Ivana Kursan, Mihic, Mirela
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Age Attitudes Communication Consumer attitudes Consumer behavior Consumers Demographics Hypotheses Influence Marketing Personal information Research methodology Structural equation modeling Studies Word of mouth advertising
Online-Zugang:	Volltext
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